I am not a cold caller, but I was asked by a friend, who also sells on eBay, if he could change anything about his cold call method, which he operates parallel to his online retail B2B company. I gave him some pointers, and worked on a 'script' with him, and he has turned around 20 in 100 calls into some kind of cash value. The more selective he is, the better his ratio. He went from 5% to 20% pretty quick!

I knew where I had to take this method, so here you go guys and girls...

Firstly, I'm a marketer at heart, and shit on the phone. I mean, proper shit. However, I am good with people. It strikes me that the only time I entertain a cold call is when I like the person calling, or I don't find them inconvenient. So I tried to think of logical reasons I'd stay on the phone...

The caller wasn't selling anything

The caller was relaxed, but never over confident

The caller was interested in what I did not just going through their script and not really listening

They sounded happy

So I began to focus on what my friend did for a living. He sells websites and online services such as ecommerce implementation and booking forms. He qualifies leads by looking at Chamber of Commerce listing, or companies who advertise in free local publications.

Here's what I came up with :-

Hi, my name is .............. I got your number from the Chamber of Commerce. I'm sending fellow members their complimentary gifts, and I just wanted to confirm which one you'd like?

This is critical. You don't tell them your business yet. You are a fellow member. There's no pressure. Right away they don't feel like you're selling, and they can only associate you with something they trust.

They ask your company

Sorry, my company is [YOUR COMPANY]. We're in [YOUR TOWN], too.

or, You tell them who you are

Sorry, my company is [YOUR COMPANY]. We're in [YOUR TOWN], too.

It's very British or Canadian, but the word 'sorry' really works here. It diffuses any thoughts that you are a cold caller. Companies who cold call make every effort to say their company name quickly to add credibility. Your credibility comes in a gentler way.

We have a couple of options for the gift, but I'm afraid all the chocolate and wine has already gone!

Optional humour here. It bloody works, though. People love a joke, and those chemicals in the brain soften them up ever so slightly.

We've got [ITEM 1] and [ITEM 2]? Which would you prefer? Don't worry there's no postage or any catch. We're just wanting to get our name and business out there, and my [WIFE/HUSBAND/FIANCE/FIANCEE] said I need to put my hand in my pocket for once.

Again, critical. Whether you are talking to a woman or a man, you are immediately making a human connection here, and with this joke, you are being self deprecating. They'll know you're no Scrooge, but they will be at ease, moreover. It's all about being a person and not a company. If you are not married or engaged, for the purpose of this call, you need to be something. The person needs to know you are capable of a human connection that is committed. So yeah, you might need to lie (but it's one you can get out of)

OK, I'll put you down for that gift. Just a second whilst my computer catches up...

The most important part of the call. The computer is fine. But here's where they offer themselves to you on a platter... the next question should be delivered in the most conversational way, with a relaxed tone...

How's business?

Now, have a conversation, and be HONEST. Also, try to think of a challenge for their business that you could help with, but just ask them about it, and don't sell or offer services yet

Okay let's get this out to you. Can I take your address and your name? Then... Excellent! Also, would you mind if I put in some information about us?

They will say it's fine 100% of the time. Or they are assholes.

Great, thank you. The thing is, I'm pretty sure we could help you out with [THEIR CHALLENGE], but I've taken enough of your time. Do you have five more minutes?

Ok, at this point you either have a chat about how your company can help with their challenge, or you send them a free gift that also comes with a fairly informal letter from their new friend (you), addressing their challenge. Follow up later, of course...

The free gifts can be anything a business owner will use. Desk pads, pen holders, you name it. With a frugal spend, you can convert loads of these calls. Work out your spend vs your potential income.